图书馆短视频传播及互动效果影响因素模型及实证分析--基于“上瘾模型”的探索  

Model and Empirical Analysis on the Influencing Factors of Library Short Video Transmission and Interaction Effect——Exploration Based on“the Hook Model”

作　　者：高晓晶[1] 喻梦倩[1] 杨家燕[1] 张毓晗[1] Gao Xiaojing;Yu Mengqian;Yang Jiayan;Zhang Yuhan(University of Electronic Science and Technology Library,Chengdu 611731)

机构地区：[1]电子科技大学图书馆,成都611731

出　　处：《图书情报工作》2021年第10期13-22,共10页Library and Information Service

摘　　要：[目的/意义]研究图书馆短视频的传播及互动效果影响因素对于其内容创作和科学运营具有一定的指导意义,可使图书馆在用户规模迅猛增长的短视频平台赢得更多关注,有利于提升图书馆服务的宣传和推广效果。[方法/过程]以国内活跃用户规模最大的抖音平台为例,根据"上瘾模型"的4个主要环节,构建图书馆短视频传播及互动效果的影响因素模型,并基于粉丝量排名前10的图书馆官方抖音号的879个短视频样本数据,应用SPSS非参数检验方法对影响因素模型进行实证分析。[结果/结论]研究结果表明,图书馆短视频的标题句型、背景音乐情感类型、制作类别、内容主题以及信息类型5个因素对其传播及互动效果有显著的影响。根据研究结果提出基于用户知识焦虑的标题触发、低门槛高密度的内容输出以及多变的酬赏设计等图书馆短视频运营策略。[Purpose/significance]The research on the influencing factors of library short video transmission and interaction effect has guided significance for the content creation and scientific operation of library short video,so as to help the library win more attention in the short video platform with the rapid growth of users,and promote the effect of publicity and promotion of library services.[Method/process]Taking the Tiktok platform with the most domestic active users as an example,according to the four main links of"the Hook Model",this paper built the influencing factors'model of library's short video transmission and interaction effect,and applied SPSS's non parametric analysis method to analyze the factors based on the 879 short video samples of top 10 libraries with most fans.[Result/conclusion]The results show that the sentence pattern of title,the emotion type of background music,the production category,the subject of content and the information type have significant influence on the transmission and interaction effect of library short video.According to the research results,puts forward some strategies for library short video operation,such as title triggering based on the knowledge anxiety of users,low threshold and high-density content output,and variable reward design.

关 键 词：短视频 传播及互动 上瘾模型 抖音平台 SPSS 运营策略 

分 类 号：G250.7[文化科学—图书馆学]